Lululemon embarked on its inaugural International Women's Day campaign with the concept "Let's talk about worth." The primary objective of this campaign was to initiate meaningful discussions and pay homage to the unequivocal value of women at 100%.
In this campaign, my role took shape as the art director for the photoshoot. Guided by the campaign's essence, I orchestrated the visual direction of the photoshoot, ensuring it resonated authentically with the theme. By curating the artistic elements, styling, and ambiance, I aimed to encapsulate the campaign's message while capturing the genuine spirit of empowerment and worth that defines women. My responsibility was to convey all these powerful messages through impactful and strong visuals that speak directly to the campaign's mission.
Collaborating with the talent, stylists, and our photographer was an enjoyable journey. We strived to cultivate a relaxed atmosphere, allowing everyone to freely express their thoughts on International Women's Day. This endeavor aimed to capture the essence of what this day signifies to each individual involved.
My role: On-set Photoshoot Art Direction | Asset Production & Deliveries
Campaign Art Director: Carla Hawkins
Campaign Designer: Janine Merkl
Photographer: Thompson Chan